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Please use this identifier to cite or link to this item: https://ah.lib.nccu.edu.tw/handle/140.119/36810
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dc.contributor.advisor鄭怡卉zh_TW
dc.contributor.advisorCheng, I-Hueien_US
dc.contributor.author萩原茂樹zh_TW
dc.contributor.authorShigeki Jack Hagiharaen_US
dc.creator萩原茂樹zh_TW
dc.creatorShigeki Jack Hagiharaen_US
dc.date2008en_US
dc.date.accessioned2009-09-18T11:46:24Z-
dc.date.available2009-09-18T11:46:24Z-
dc.date.issued2009-09-18T11:46:24Z-
dc.identifierG0095461017en_US
dc.identifier.urihttps://nccur.lib.nccu.edu.tw/handle/140.119/36810-
dc.description碩士zh_TW
dc.description國立政治大學zh_TW
dc.description國際傳播英語碩士學程(IMICS)zh_TW
dc.description95461017zh_TW
dc.description97zh_TW
dc.description.abstract無zh_TW
dc.description.abstractThe purpose of this study is; to review literature on bilingual speech and advertising and summarize the functions of the use of English in advertising; and conduct a content analysis to study the functions in print advertisements in two Taiwanese magazines (ViVi and Business Weekly) as well as to find correlations between advertisement attributes (country-of-origin, parts of an ad, product categories, and advertising appeals) and the functions.\n\nFirst, past literature in advertising and linguistics are reviewed. In summary, there are six code-mixing functions of the use of English in advertising in linguistic aspects, which include: 1) Referential Function, 2) Poetic Function, 3) Direct Quotation Function, 4) Reiteration Function, 5) Ease of Expression Function, and 6) Euphemism Function. Then, print advertisements in two Taiwanese magazines (ViVi and Business Weekly) will be analyzed in the content analysis. There are five research questions: 1) To what extent are the functions of the use of English present in print ads in magazines?, 2) Are there any correlations between country-of-origin and the functions?, 3) Are there any correlations between the parts of an ad and the functions?, 4) Are there any correlations between product categories and the functions?, 5) Are there any correlations between advertising appeals and the functions?\n\nThe content analysis showed that all six functions were present in print advertising in Taiwan, with Ease of Expression Function to be the most frequent one, and Euphemism to be the least. The results also showed that there are correlations between the parts of an ad (slogan, headlines and subheadlines, and body copy) and the functions, but no correlations were found between country-of-origin and the functions, or between advertising appeals and the functions.en_US
dc.description.tableofcontents1. INTRODUCTION 1\n2. LITERATURE REVIEW 3\n2.1 BILINGUAL ADVERTISING 3\n2.2 BILINGUAL ADVERTISING IN TAIWAN 4\n2.3 TAIWANESE CONSUMERS` ATTITUDES TOWARDS ENGLISH IN ADVERTISING 6\n2.4 FUNCTIONS OF THE USE OF ENGLISH IN ADVERTISING 7\n2.4.1 Attention-Getting Function 8\n2.4.2 Impression-Giving Function 9\n2.4.3 Mixing Functions 10\nReferential Function 12\nPoetic Function 13\nDirect Quotation Function 14\nReiteration Function 15\nEase of Expression Function 16\nEuphemism Function 17\n2.4.4 Other Mixing Functions 17\n2.5 SUMMARY OF RESEARCH LINES REGARDING THE USE OF ENGLISH IN ADVERTISING 19\n2.6 CRITICAL REVIEW OF PAST RESEARCH 22\n2.7 VALUE-EXPRESSIVE VERSUS UTILITARIAN APPEALS 27\n3. RESEARCH METHOD 32\n3.1 SAMPLING FRAME 32\n3.2 UNIT OF ANALYSIS 33\n3.3 CODING CATEGORIES: INDEPENDENT VARIABLES 35\n3.3.1 Product Categories 35\n3.3.2 Value-Expressive Appeal and Utilitarian Appeal 36\n3.3.3 Parts of an Advertisement 36\n3.4 CODING CATEGORIES: DEPENDENT VARIABLES 37\n3.5 INTERCODER RELIABILITY 38\n4. RESULTS 40\n4.1 RQ1: THE FUNCTIONS OF THE USE OF ENGLISH IN ADVERTISEMENTS 40\n4.1.1 Ease of Expression Function 40\n4.1.2 Direct Quotation Function 41\n4.1.3 Reiteration Function 43\n4.1.4 Referential Function 44\n4.1.5 Poetic Function 45\n4.1.6 Euphemism Function 46\n4.1.7 None of the Above Functions 47\n4.2 RQ2: COUNTRY-OF-ORIGIN AND THE FUNCTIONS 48\n4.2.1 Country-of-Origin and Reiteration Function 48\n4.3 RQ3: THE PARTS OF AN AD AND THE FUNCTIONS 49\n4.3.1 The Parts of an Ad and Referential Function 49\n4.3.2 The Parts of an Ad and Poetic Function 50\n4.3.3 The Parts of an Ad and Direct Quotation Function 50\n4.3.4 The Parts of an Ad and Reiteration Function 51\n4.3.5 The Parts of an Ad and Ease of Expression Function 52\n4.4 RQ4: PRODUCT CATEGORY AND THE FUNCTIONS 52\n4.4.1 Product Category and Direct Quotation Function 53\n4.4.2 Product Category and Reiteration Function 53\n4.4.3 Product Category and Ease of Expression Function 54\n4.5 RQ5: ADVERTISING APPEALS AND THE FUNCTIONS 55\n4.5.1 Advertising Appeal and Reiteration Function 55\n5. DISCUSSIONS AND CONCLUSION 56\n5.1 RQ1: THE FUNCTIONS OF THE USE OF ENGLISH IN ADVERTISEMENTS 56\n5.2 RQ2: COUNTRY-OF-ORIGIN AND THE FUNCTIONS 65\n5.3 RQ3: THE PARTS OF AN AD AND THE FUNCTIONS 66\n5.4 RQ4: PRODUCT CATEGORY AND THE FUNCTIONS 68\n5.5 RQ5: ADVERTISING APPEALS AND THE FUNCTIONS 70\n5.6 CONCLUSION AND FUTURE RESEARCH 72\n \nREFERENCES 75\nREFERENCES IN ENGLISH LANGUAGE 75\nREFERENCES IN CHINESE LANGUAGE 78\nREFERENCES IN JAPANESE LANGUAGE 78\nAPPENDICES 79\nAPPENDIX 1. IMPRESSIONS OF ENGLISH IN ADVERTISING 79\nAPPENDIX 2. CORPORATION SLOGANS IN ENGLISH 80\nAPPENDIX 3. MONTHLY CIRCULATION DATA OF TAIWANESE MAGAZINES. 81\nAPPENDIX 4. ENGLISH-MIXING CODING MANUAL 82\nAPPENDIX 5. ENGLISH-MIXING CODE SHEET 84zh_TW
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dc.language.isoen_US-
dc.source.urihttp://thesis.lib.nccu.edu.tw/record/#G0095461017en_US
dc.subjectadvertisingzh_TW
dc.subjectEnglishzh_TW
dc.subjectFunctionzh_TW
dc.subjectcode-mixingzh_TW
dc.subjectcode-switchingzh_TW
dc.subjectadvertisingen_US
dc.subjectEnglishen_US
dc.subjectFunctionen_US
dc.subjectcode-mixingen_US
dc.subjectcode-switchingen_US
dc.titleFunctions of the Use of English in Advertising: A Content Analysis of Taiwanese Magazinesen_US
dc.typethesisen
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